Deep, dangerous or just plain dotty?

Author: Gerald de Groot


This paper examines and questions some assumptions and practices in qualitative research which are obtaining current publicity. In particular, it explores the claims of the so called "new" qualitative techniques and questions their: A. Relevance to consumer behaviour and marketing decisions; B. Validity in both theory and practice. As well as examining: C. Some of the implications in terms of the ethical constraints that should surround market research practice.

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